Solutions to help: Generate growth

Win new business

There are two ways to generate growth – sell more to existing customers and win new customers.

Winning new customers is harder but it’s necessary to generate sustainable growth. It requires a well thought out strategy that needs to be applied consistently, an understanding of what drives new customers to buy and the ability to articulate your value proposition in terms they can relate to.

It also requires the capability to identify and develop quality leads with trusted relationships already in place before they become sales opportunities.

Many sales people waste a huge amount of time following up leads that are never going to be converted into sales, either because the lead is poorly qualified or because there’s no relationship in place when the sales people engage. We help our Clients by delivering high quality leads with trusted relationships in place; ones where the sales people know the prospect’s situation, needs, beliefs, timeframes and opinions before they meet.

This significantly enhances their chance of winning new customers and eliminates the time wasted by chasing poorly targeted or qualified leads.

Sell more to existing customers

It’s simpler and less expensive to sell to existing customers – but it isn’t always easy.

Your key account managers, who are typically expensive resources, may not have the time and bandwidth to cover all their accounts as widely and deeply as they should. This is particularly true in your larger customers where there’s the greatest potential to win more and bigger sales.

There’s a lot of time-consuming work involved in nurturing people at various levels, building relationships, penetrating new areas of the business and often simply working out who’s who in different departments.

We help our Clients to cover their existing accounts much more widely and effectively at a lower cost using our ARM Business Platform and our WebONE Integrated Marketing Database. We can help your key account managers to become much more productive and to focus on winning a bigger wallet share from your existing customers while we look after the many essential but time consuming tasks that need to be done.

Cover your markets more effectively

In order to cover your markets effectively you need to know which companies and segments to target, which companies fall into those segments and the specific individuals in those companies to approach; decision makers, influencers, recommenders, gatekeepers. We help you to do that using predictive analytics, among other things, using your own and external data sources.

Once you know the targets with the highest likelihood of buying from you and who to focus on in those targets you need to approach them. We help you do that very effectively.

However at any one time only a relatively small percentage of companies in your market will be actively looking for a solution you can provide. It’s obviously important to be able to identify them and make to contact with the appropriate people to generate opportunities.

But a much greater percentage have the potential to become opportunities in the future. It’s just as important to communicate with them regularly, to build trust with different people in these companies, to educate them in the benefits of your offering and to nurture them – so that when they are ready to buy you already have a trusted relationship in place.

But there’s no way on this planet that your sales team can do that effectively for all the companies in their territory.

Sales people are focused on achieving short term sales targets. If you rely on them to consistently prospect, nurture and develop opportunities for the long term it simply isn’t going to happen. Because as soon as there’s an important proposal to write, a presentation to give or a big sale to close those critical, but less urgent, long term activities hit the floor.

Similarly there’s no way that sporadic marketing campaigns and digital marketing, critical though they are, can cover your entire market effectively.

It’s almost certain that there are deals in your target markets that you won’t know about until it’s too late. It’s highly likely that your competitors are winning deals you don’t even know about. There are certainly many potential customers that aren’t aware of your capabilities. Some may not even know you exist.

We use our ARM Business Platform and our WebONE Integrated Marketing Database to help our Clients cover their Total Addressable Market much more effectively and economically. The better you cover your market the more you’ll sell and the more you’ll grow.

One of our principles is to “Achieve more by doing less” and we can help you cover your market more effectively by following this principle.